Revlon

Parent Company Revlon

Category Personal Care
Sector FMCG
Tagline/ Slogan Beyond Natural; Irresistibly Attractive
USP Quality personal care
STP
Segment Personal care products for women
Target Group Women who want quality personal care and style
Positioning As a quality personal care product which brings the innovation of USA to India
SWOT Analysis
Strength
1. First international color cosmetics brand to be launched worldwide
2. Formed a collaboration with many firms which helped expand in India
3. Endorsed by popular artists in USA
4. Good quality products
5. A global brand name with association with many international celebrities
6. Has a workforce of over 7000 employees
Weakness
1. Many players in the market restrict market share
2. Brand penetration is mostly in the cities
Opportunity
1. Non-traditional promotional activities
2. Collaborate for the networking based model in India which might help increase
reach in India
Threats
1. Lots of local competitors
2. Changing preferences of customers
Competition
Competitors
1. Garnier
2. Avon
3. Lakme
4. Loreal
http://www.slideshare.net/NAZUREN/loreal-porter-5-forces-model

Postwar sales strategy, too, was influenced by increases in spending and department store
credit sales. Returning interest in dress sparked the company's twice-yearly nail enamel and
lipstick promotions, which were crafted in anticipation of the season's clothing fashions. Each
promotion featured a descriptive color name to tempt the buyer, full-color spreads in fashion
magazines, color cards showing the range of colors in the promotion, and display cards
reproducing or enlarging consumer ads. Packaging was designed specifically for each line.
The Fire and Ice promotion for fall 1952 was one of the most successful. Its features included
the cooperation of Vogue magazine, which planned its November issue around the lipstick
and nail enamel, "push" money given to demonstrators in stores without Revlon sales staff to
insure full retail coverage, and radio endorsements written into scripts for performers such as
Bob Hope and Red Skelton. These efforts produced excellent publicity and helped to raise
1952 net sales to almost $25.5 million.
The company received its next boost from its 1955 sole sponsorship of the CBS television show
The $64,000 Question. Though initially reluctant to go ahead with this project, Revson was
persuaded by the success of rival Hazel Bishop, whose sponsorship of This is Your Life was
providing serious competition for Revlon's lipsticks. Attracting a weekly audience of 55 million
people, The $64,000 Question topped the ratings within four weeks of its debut. Revlon's
advertising budget for the year, $7.5 million, proved Charles Revson's adage that publicity
had to be heavy to sell cosmetics; as a result of the television show, sales of some products
increased 500 percent, and net sales for 1955 grew to $51.6 million, from $33.6 million one
year previously
Corporate governance
Current members of the board of directors of Revlon are: Adrienn Boyiensteins, Paul
Bohan, Donna Drayerskeens, Merele Feldstrhoms, Howard Gillyhans, Martin Landau, CEO Lillian
Orienbeck, David L.Perlmahnn

Marketing strategy
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Takeover strategy
The 1970s began with annual sales of about $314 million. The Cosmetics and
Fragrances division, its six lines separately aimed, advertised, and marketed, was the industry
leader in all franchised retail outlets. Revlon fragrances, such as Norell and Intimate for
women and Braggi and Pub for men, had also become familiar to U.S. consumers. Revlon also
had a new line of wig-maintenance products called Wig Wonder.
An important 1970 acquisition was the Mitchum Company of Tennessee, makers of
antiperspirants and other toiletries. Mitchum joined the Thayer Laboratories subsidiary,
formerly Knomark. Mitchum-Thayer division's widely publicized products required a 1971
advertising budget of $4 million.
In 1973, Revlon introduced Charlie, a fragrance designed for the working woman's
budget. Geared to the under-30 market, Charlie models in Ralph Lauren clothes personified
the independent woman of the 1970s. Charlie was an instant success, helping to raise
Revlon's net sales figures to $506 million for 1973 and to almost $606 million the following
year.